HOUSE OF DAGMAR Interview with co founder Sofia Wallenstam

Written by Jahwanna Berglund

In 2005 Sofia and her two sisters Karin and Kristina  picked up the legacy of their late grandmother Dagmar that they also named the house after.
Dagmar was a tailor and model of confidence with an extraordinary sense of craftsmanship and style, which is also the trademark of the brand.

The Spring/Summer 2023 collection is anchored in a clean, effortless look and neutral colour spectra, characteristic of the perennial Dagmar wardrobe.
We had a quick chat with Sofia Wallenstam, co founder and one of the three sisters of Swedish label House of Dagmar.

Tell us a little bit about yourself and your relationship to fashion?
I was brought up with fashion, art and interior. Both from my grandmother Dagmar who was a big inspiration not only for her great taste in design and quality but also for her personality. Also, my mother and my sisters have had a great impact on me and how I look at fashion both from a sustainable view but also from a design perspective. My mother has always focused on one good thing rather than more with less quality, this is something that we have really brought with us into the company as the core philosophy.

How are you able to keep it professional, running a label together with your sisters?
We all have different areas in the business where we have our own focus and responsibilities. We also have a great team with super professional colleagues and it's important that we keep a positive and professional attitude.

What would you say are the 3 core values for House of Dagmar?
Longevity, premium, contemporary

What does the SS23 collection represent and what was the main inspiration for his collection?
The House of Dagmar collection for Spring/Summer 2023 is anchored in a clean, effortless look and neutral colour spectra, characteristic of the perennial Dagmar wardrobe. An injection of colour and contrasts, from deep saffron and baked red to softly lit blue and muted pistachio, adds a compelling visual effect to this season. A play with colours, textures, and sculptural stripes brings character and a fresh appeal, easy to combine for different occasions, and with the power to transition from season to season.

What have been the most challenging aspects of these 18 years as the director for Dagmar?
We have gone through many different phases during these years, both financial, environmental and also personal difficulties. I think the most difficult part was when we felt that we had lost the soul of the brand 5 yrs ago and we had to rethink everything we were doing. After a lot of work, including a rebranding, it felt like we were in a start-up again. This was a tough journey where I asked myself many times if it was all worth it in the end. Now when I feel that all our work has paid off and the brand is much more where we should be I´m so proud of where we are and what we are doing and I love working with our whole team.

What can we expect from the house in the near future?
To fill our house with more outfits you would love to have in your wardrobe. Our goal is to create a wardrobe of great staples in combination with must-haves in both accessories and clothes to make every woman feel empowered in her choices.